As ever, Apple has jacked up iPhone prices higher than ever with the new models, at least partially to ensure ongoing returns in a slowing market. But if even 'affordable' iPhone models like the XR are retailing for £749 / $749 (AU$1,229), with flagship models pushing into four-figure sums, Apple may be testing the determination of its fan base a bit too hard.

An Apple a day

For all the doom and gloom, Apple is still a trillion-dollar company with an incredible hold on today's consumer market. A small slump in iPhone sales aside, the company has seen good sales of iPads, Apple Watch, AirPods, and Macbooks – with the diversity of products ensuring protection against unexpected dips in revenue.

Apple has also been looking to the future with a number of new partnerships with TV manufacturers announced at this year's CES 2019 tech expo: check out the link just below for what this could mean for Apple.